SIP Final Report

Branding & Marketing of Small Retail Business (Food Service Industry) PROJECT REPORT

nd

Summer Internship MBA Sem: 2

Prepare by: Shekhar Nirmal

Submitted to: Laxman Rathore Amity Global Business School Ahmedabad Year 2011-13

Summer Internship 2012

Shekhar Nirmal

COLLEGE CERTIFICATE

This is to certify that the Summer Project Report entitled “Branding & Marketing of Small Retail Business(Food Service Industry)” submitted by Mr. Shekhar Nirmal (Roll No: 45) as a part of his MBA course curriculum at Amity Global Business School – Ahmedabad is the bona fide record of the work carried out by him under my supervision and guidance. The work submitted has, in my opinion, reached a level to be accepted for the examination. The results embodied in this project work are true to the best of my knowledge and have not submitted to any other Institute or University for the award of any Certificate or Degree or Diploma.

Laxman Rathore Faculty Marketing Amity Global Business School Ahmedabad

Amity Global Business School i

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Shekhar Nirmal, student from Amity Global Business School, has successfully completed his two-month Summer Internship Project on “Branding & Marketing of Small Retail Business(Food Service Industry)” at “NMS Group” from 01-06-2012 to 31-07-2012.

Full time Internship One Week Project

: :

Fruiticious Neha’s Fitness Studio

His performance and conduct during the period were found very good.

We wish him all success in his future endeavors.

Rajandra Zore Business Head NMS Group Nirav Choksi Director Fruiticious

ii

Declaration I, SHEKHAR NIRMAL hereby declare that the project entitled “summer internship� carried out at FRUITICIOUS Is a genuine work of P.G.D.M. 2nd semester course.

To the best of my knowledge any part of this context has not been submitted earlier for any degree, diploma or certificate examination. I also declare that all the data , charts, diagrams and tables all are facts and genuine and best of my work . all data are genuine and collected by me only and this project is not copy and theft from any other sources of information.

SHEKHAR NIRMAL

iii

Acknowledgment I owe my gratitude to Fruiticious for providing me the opportunity to undergo two months summer training, especially Mr. NIRAV CHOKSI for allowing me to work on the project.

It is my foremost duty to express my deep sense of gratitude and respect to Mr. RAJANDRA ZORE , Business Head (NMS SHAH Group) for his valuable guidance as well as for mentoring me, taking active interest throughout the project, sharing his insights on the topic and for being a constant source of inspiration.

Also I would like to say a word of appreciation for the dedicated staff of Fruiticious, Nikunj and Kalpesh for supporting our objective giving there valuable suggestions.

I am very thankful to AMITY UNIVERSITY and LAXMAN SIR for his valuable and knowledgeable guidance.

iv

Table of Content Topic College Certificate Company Certificate Declaration Acknowledgment

Page No. i ii iii iv

Synopsis Abstract Methodology Company Profile Functional Area / Target Work Activity Observations

01 02 05 06 07 08

RESEARCH Secondary Research Primary Research by Market survey Sample Questionnaire Market Survey Outcome Major Findings List of current products and Prices Menu New Name Research and suggestion Competitors SWOT analysis GAP analysis

09 11 15 16 17 20 21 22 23 24 25 26

FINANCIAL ANALYSIS Monthly Sales Graphs Monthly Expenses Graphs Monthly Profit Graph (PBIT) Financial Analysis Conclusion

28 29 30 31 32

OPERATIONS Computer entry of daily Transactions Inventory Management Raw Material (Fruits) consumption Report Employees data base Operations Flow chart Café Lay-out plan

33 35 36 37 38 39 40

MARKETING Marketing Tools Developed Take away menu design Poster Design Web Site Catalogue Gym Visits Corporate Visit HD Form Image Gallery

41 43 44 45 46 47 49 50 51 53

Neha’s Fitness Studio Strategy Indian Wellness Industry SWOT Analysis GAP Analysis Recommendations - NFS Recommendations & Conclusions - Fruiticious

55 57 58 60 62 63

Bibliography Annexure

64 65

00

Synopsis Introduction Fruticious started in february2011 with a unique concept of fruit base recipes .

Brain child of Mr. Nirav Chocksi. He was born and brought up in Ahmedabad, Studied in Gujarat University. He started his career in sales and marketing and he is basically a sports person. A creative, enthusiast, always enduring for innovative business Idea. During his foreign work experience he found tremendous passion for customer care and hospitality but back in India things were absolutely contrast.

So being a sports and health conscious person and having strong passion for customer care came up with this unique Idea of “Fruiticious�

Project Details: Project Title Branding & Marketing Of Small Retail Business (Food & Service Industry) This project is mainly focused on following: Brand Identity Development Customer awareness Marketing Tools Design eg. Catalogue, Main Menu, Take away menu, Inside/outside store posters, Discount schemes, Website.

Improving customer service.

Marketing Focus and Target Marketing To increase awareness of the concept

Objective: Main focus is to increase awareness within target customers and to increase walk-in through Innovative Design and Marketing.

01

AGBS Ahmedabad

Abstract Fruiticious started in February 2011 by Mr. Nirav Chokshi.

Thought behind the café concept Fruits are essential part of our diet, but for some reasons people don’t get time, it takes effort to find quality fruits when you actually want them, so from this very idea of providing Excellent quality fruits, there juices and innovative and great tasting recipes made out of fresh fruits, “FRUITICIOUS” was born.

My experience If I try to find one word for the experience it will be “Fruiticious” and truly some of the recipes are really to die for,... so a nice café with amazing products why it is not a talk of the town, or say not that populous it deserve. While searching for the answer I went to the basics of marketing i.e., 4 p’s Product Place

: :

Promotion Price

: :

Product is near perfect, just a little presentation part has to be taken care of.

This part is of major concern at the moment since the location is not doing any good to the café.

Again negligible activity in this part.

The prices does match with the concept, but at the same time the kind of clientele fruiticious is dealing with need raise the standards of service and customer delight.

The Internship Plan Its always better to make a action plan and, we made a list of “things to do”, and things and support we need from the upper management, and also the budget part but the life has its own way...things really didn’t happened the way they were mend to be, but we manage to learn and achieve at the end.

We Started We didn’t started with the bang, rather it was a very slow start...honestely! We first concentrated on making and developing tools for the marketing which taken much of our starting days, we identified some basic tools like Catalogue : To show a glance of our products and services A smart Take-away-menu : To show our full range of products and services in one piece of paper Discount voucher : To bring the person to the store The Cult We totally missed one major thing ?; as we were focusing on one of our unique service called “Health Delivery” or HD, while interacting many customers got excited for this particular but we failed to grab that moment, if we would had a form and ready HD packages to offer them, the story would had been quit different. So a marketing person who is out to promote any new service must have a “Introductory form with the ready package offer in his/her pocket ready”.

Form for HD service

:

To give and make sure positive response convert into productive call.

Marketing Target and Objective

Main focus is to increase awareness within target customers and to increase walk-in through Innovative Design and Marketing. Though it sounds simple it is not; awareness is one thing but bringing the customer to the café is totally a different game. You need different ideas it's a trial and error process, lots of effort, determination, time and hard work to do this.

For Internship we categorize our focus on four thing: Research Operations Finance Marketing

: : : :

To know the industry, its trends and the customers To stream line basic day to day activities To know the viability of the concept To increase the awareness and to identify marketing tools

02

Abstract...

Every Town has its own heart, body and soul,...this town has a unique quality “a city of entrepreneurs”, Ahmedavadies as they are called; they live there life to fullest, live in close bounded communities, a strong presence of women’s in the society, they enjoy the garbha nights, eat dhokalas and travel in BMW’s and Audi’s. It was a amazing experience to come across a one such innovator Mr. Nirav Choksi and his endeavor!

The food service is growing rapidly from past five years or so, As Ahmedabad is a new town for me and I still see things from a outsider perspective, What I notice is that enthusiasm for eating out in this city is phenomenal, and I must say each vendor are not only well prepared, the kind of innovative concept I saw here I didn’t notice any where else in the country! And the public is as much participative you can expect.

So when a young fellow have a concept, this is the best place to start of, following are the our recommendations and observation from the Internship: Place May be for any other business a normal location will do but not for eatery, it is best adviced to be in the clusters and in Ahmedabad there are plenty of them: Prahlad Nagar Road, C.G Road, Manek Chowk, Vijay Cross Road, IIM, SG Highway etc, Product Do you have smoothie, or ice cream, or may be frozen fruit yoghurt? No sir we only serve fruit juices, said the young fellow behind the counter,.....

This tells the whole story, even with a long list of juices, sandwiches if you claim to be fruiticious you should have a every thing one can think of fruits, vast variety of offering is a must.

Promotion By our experience we realize that in restaurant business it is very important to keep knocking to the customer by bring new schemes and offers even exploiting festivals by means of flyers, brochures, newspaper adds etc. We highly recommend a full-time sales cum promotion staff who should do daily field visit specially in corporate, where we got positive response.

Price We found the prices satisfactory, but at the same time it can introduce some juices or recipes which are low at price, to attract young crowed.

Service Standards Whether it is the employees uniform, purchase process, minimum stock criteria, employee policies, a holistic approach is highly recommended for fruiticious, by interacting with the concept creator and the investor in the venture we observe that they have the vision and dream but some where lack in professionalism, and by this we a hard core professional approach for each activity, and this will bring much needed discipline work culture within the staff and management.

03

AGBS Ahmedabad

Abstract...

Neha Fitness Studio(NFS) which was started by Mrs. Neha Shah of NMS group 14 years ago, now has its own unique space and name in Fitness industry of Ahmedabad. This is also a story of a courageous women who gone through so many adverse situation and came up strongly and now she is not only a successful business women but also a repudiated Fitness Guru.

When we were given opportunity to give a brief presentation on “Marketing Strategy” of NFS it was like a bonus we got in this small internship, the time given to us was very small to do proper justice to work. We begin our research and made some key points to focus on.

Observation On the very first glance at the whole set-up of Neha’s Fitness Studio, it clearly stand out from other fitness places eg. Gym, etc.

NFS is in the market from last 14 years, services offered here are different from other gyms (eg.

Rebook certification); all in all it has developed a very unique image of itself, and the kind of name and fitness expert are involve in the venture together make it a differentiate Brand, which is a very positive aspect of this brand.

But when we see it as a business growth point of view with 14 years of service it is a well established brand, and besides it has shown growth in last two years the scope is tremendous.

In other side of it has not exploited its image and success the way it can. There may be numbers of reasons for not doing so till now, but I strongly feel and believe it has tremendous of opportunity to grow and it is a great business model.

04

Methodology Research Primary Research Primary Research has been done through Questionnaire filled by walk-in customers and by online.

Secondary Research Secondary Research mainly done on internet, and through field visit.

Learning opportunities: With the help of this study I would be able to learn following: a. b. c. d. e. f. g.

05

Role of Branding tools in small business marketing.

How to segment a small food business and target marketing.

Issues and problems arise in service Industry.

Staffing and training issues.

Pricing and margin.

Inventory and supply chain management Turn around strategies.

AGBS Ahmedabad

Company Profile Introduction to Fruiticious Fruits are one of the most important part of our lives. The word "food lifestyle" is a new concept for food. It means foods that fit due to its composition and its simple, healthy & off course convenient. The only problem is that today we have less time for us to buy, prepare and eat fruits and specially variety of fruits. So here we are “Fruiticious� to provide you not only fruits but also exciting and interesting recipes to choose from. Welcome to the world of Fruits and health.

Vision statement Our vision is to provide fruit base unique products which are freshly made in hygienic condition, are healthy and delicious, in nice and pleasant environment.

Fruiticious believes firmly in the principle of giving the world an enhanced life by serving them fresh, healthy and quality products.

Products Category: Juices Shakes Fruit Bowl Milk Shakes Coffee Sandwiches Pizza Nacho

Services offered: Health Delivery Fruits Retail Corporate Catering & Party Orders

06

Functional Area / Target Work Activity Research 1. List of Products and prices 2. Secondary research on internet 3. Research on Indian food service industry.

4. Research on New emerging trends in the food service Industry 5. New name research for existed products 6. SWOT analysis 7. GAP analysis 8. Marketing Strategy 9. New Products Financial Analysis 1. Break Even Analysis 2. Sales and Expenses analysis To do a in depth study of food service Industry and its current trends.

Operations 1. Computer entry of daily business 2. Inventory Management 3. Purchase Report 4. Sales Report 5. Raw Material (Fruits) consumption Report 6. Vendors list 7. Employees data base 8. Corporate visit data base 9. Operations Flow chart To stream line various daily operations activity and prepare work process chart.

Marketing 1. Catalogue design 2. Take away menu design 3. Discount voucher design 4. Poster design for Gyms 5. Poster design for store 6. Door to door marketing in Gyms 7. Door to door marketing in Corporate offices 8. New store planning To increase awareness among target customers about service product mainly “Health Delivery�.

To increase walk-ins inside store.

07

AGBS Ahmedabad

Observations No customer Delight Lack of feel Lack of warmth Lack of customer interaction in terms of ambience Service : Need major improvements in terms of‌ Order tacking process Delivery time Customer feed back Untrained staff Need : Customer suggestions/ suggestion system Customer survey No standardization of Products or services Gap between customers perceived service and current provided services.

The Fruiticious business is youthful and energetic, and their commitment to customer service is full of integrity and passion, but these characteristics were absent in their brand Identity, Logo, cafĂŠ interior, ambience, Brand Image need a revival.

08

Research content 1. Secondary research on internet 2. Research on Indian food service industry.

3. Research on New emerging trends in the food service Industry 4. List of Products and prices 5. New name research for existed products 6. SWOT analysis 7. GAP analysis

To do a in depth study of food service Industry and its current trends.

09

It was a fun research, we didn't know what lie beneath we started with exploring and soon started discovering things, we listed prices and compare it with prices of other juice corners of the city. Our main research was focus on three categories:

Research

1. Secondary research About the Industry 2. Primary Research Done within the store with help of management Models, tools and questionnaire survey.

3. Finance While doing analysis of finance we had two major objectives - How viable and successful is the format of business - How successful the Concept is?

10

Secondary Research Food service Industry in India The size of the Indian food industry estimated at US$ 200 bn in the year 2006-07, is estimated to reach US$ 300 bn by 2015. The food service industry has two distinct sectors - the organized segment and the unorganized segment. The food services industry in India was estimated to be worth Rs. 580 bn in 2008, out of which Rs. 80 bn, or 7.24%, was accounted for by the organized sector. It is estimated that the consumer food services value sales grew by 20% in 2008 over 2007. Dhabas and roadside eateries comprising street stalls are the most common forms of restaurants and have traditionally addressed eating out requirements of Indians. The organized foods services segment is characterized by accounting transparency, organized supply chain with quality control and sourcing norms, and multiple outlets.

Growth Drivers for the food services industry Rising income levels: The average real per capita income growth in India rose from 3.3% during the Ninth Plan (1997-2002) to 6.1% during the Tenth Plan (2002-2007). Growing affluence and higher spending capacity provides a huge opportunity for the food services sector.

Growth of middle class: India has the presence of a strong 300 m middle class population. This is roughly equal to the population of US, the country with the third largest population in the world. The middle class has been the largest patron of the food services industry and the increase in the middle class is expected to lead to its growth.

Younger population: Over 65% of India's population is below 35 years of age. A majority of this age group eats out. An increase in this population segment provides opportunity for the growth of the foods segment industry.

Rising urbanization: On an average, the spending on eating out in Tier 1 and Tier 2 towns is double that of Tier 3 towns. With 29% of India's population residing in urban centers and growing fast, higher spending on eating out is expected to benefit the industry.

Increase in nuclear families: Going out and ordering in are more prevalent food habits among the nuclear families than the joint families in India. According to estimates, approximately 1.5-2% of joint families give rise to nuclear families every year. This is expected to benefit the industry.

Increase in number of working women force: Participation of urban Indian woman in the workforce increased from 14% to 17% between 2000 and 2005. 51% of the population which eats out constitutes of woman. With the number of women who are joining work force on the rise, households are expected to increase the frequency of eating out. This is as a result of less time available for women for household activities. This is expected to directly aid in the growth of the foods services industry.

11

AGBS Ahmedabad

Challenges faced by the food services industry Poor infrastructure: A major concern for a country like India is poor infrastructure. Food companies suffer from poor transportation facility and erratic power supply. An indication of the severity of the infrastructure problem is the spoilage of 25-30% of the crops each year due to infrastructure bottle necks.

The result of these bottle necks is that prices for food material tend to be on the higher side with the quality being suspect.

Lack of organized supply chain: Food companies in India suffer on account of non availability of facilities like high tech controlled production, on farm grading, packing, cold chains, logistics, warehousing, integrated processing units, inefficient supply chain and lack of specialized distribution companies for perishables produce/ processed food products. Such facilities are basic requirements for a food companies in the west where specialized companies provide such services, thus ensuring that food of the required quality and quantity is procured and it reaches the end customer on time with little or no loss.

Food regulation and licenses: The Indian food and processing industry is governed by multiple legislations and dealing with the collection of food laws and governing bodies is a challenge. Furthermore, the number of licenses required to operate a food service store is a signification road block. There are at least 10 basic licenses which vary from state to state which have to be procured before setting up a food supply store. In addition the duration of these licenses vary from 1 to 3 years. The red tape provides hurdles for the growth of this industry.

High price of real estate: The location of a food service outlet is critical to the success of the venture.

However, high prices of land and high rentals have impacted the food service sector.

Research

Shortage of skilled and semi-skilled manpower: The food services industry is highly dependent of man power whether it is the chef or the delivery boy. Presently, there is a shortage of trained man power which is serving as a bottle neck for the growth of the industry.

12

Indian Food Service Industry : Sector Highlights Indian food service industry has grown substantially over the period of last ten years. Major contributor is the increase in the income level of the indian customers. This has more common sense. If you have more money in your pocket, you eat out more. But at the same time eating out is an expense which can easily be postponed. So if inflation is biting you and you didn’t get your last pay hike, you are likely to skip you eat out plans.

But some thing strange is happening today. The economy is on down fall even Prime minister Manmohan Singh says so. Yet at restaurants across India the clientele has not thinned a whit.

The explanation is that the so called economy slow down is the creation of few chorusing, the media opposition political parties. After all the economy is growing at decent rate of 6% and the average salary increase in India across-the-board in 2012 has been projected at 11.9 % by global HR consultant Aon Hewitt.

G r o w i n g disposable Income Growing affluence and higher spending capacity provides a huge opportunity for the food service sector. With the higher disposable income, consumers do not hesitate to spent more on eating out.

13

AGBS Ahmedabad

Extract from NSDC Report.

Food & Grocery: Food and grocery, which is the largest segment of the total retail industry, is the second largest in the organised space accounting for 11.5% of the market. This segment holds the largest potential for Organised Retail.

The share of Organised Retail is more in case of dry groceries. The economies of scale allow the retailers to offer products at a cheaper rate to the very price sensitive Indian customers along with assortment of goods and the right ambience.

The unorganised segment dominates the wet grocery segment. Unorganised supply chains and regulations (discussed in subsequent sections) are the key bottlenecks for organised retailers.

The key players in this segment are Food Bazaar, Reliance Fresh, More, and Spencer’s.

EMERGING TRENDS IN THE INDUSTRY Blue Foods Expanding of business by giving up franchise is the biggest trend this industry is seeing. We can see example of Blue Foods founded by Mr. Sunil Kapur and Mr. Sanjay Chona in 2000, had expanded swiftly to 13 brands and 15 cities cross India. Taken over by Mr. Sameer Sain, today this firm is the biggest fine dining restaurant chain( by number of restaurants) in the country serving more than 550,000 people every month.

Today Blue Foods has revenue of Rs. 200 crore, currently has 150 restaurants under different brands, which includes 75 locations, with all large, medium and small format stores. Following are the major trends of the Food Service Industry:

Research

Franchising Innovative formats Beyond Tier I Burgeoning Investments Training trends New Entrants

14

Primary Research by Market survey Problem Definition What should be done to increase walk-ins and revenue. Is there any gap between perceived and actual services.

Popularity level of “Fruiticious” among target customer .General awareness among target customers about the concept. Fruits and juice consumption pattern of the population

Problem Identification Research thus done will be of Problem Identification research as we don’t know actual problems of the business, and there has been no research done of any kind before.

Sample size Questionnaire was e-mail and was also kept inside the café to be filled by walk-in customers, 100 questionnaire were printed and kept. Total filled forms both online and in store were 133 and 122 were found useful for analysis.

15

AGBS Ahmedabad

Research

Sample Questionnair

16

Market survey: Quality and Presentation

Which is the feature you like most about our store.

Products 44 39 % Ambience 4 4% Service 10 9% Comfort 12 11 % Hygiene 32 29 % Music 10 9%

Service Quality

Please rate our service quality?

Average 18 16% Good 48 43% Very good 32 29% Excellent 14 13%

17

AGBS Ahmedabad

As we can see the customers visit fruiticious because of its products , which is undoubtly distinct in taste & has got some great recipes, the second preference is the hygiene factor which is very important & necessary in any restaurant and service business, comfort and ambience are given least preference.

Good is what we heard most when we asked to rate our service quality, something to cheer may be, may be not, it is a positive feedback yet diplomatic, so there is plenty of scope to improvise and make the service standards better and better.

Market survey: Service Do you find a gap between perceived service and received service.

Yes 49 38 % No 63 62 %

From the above gap we can see easily that the maximum customers perceived thinking is matching with the received service , but 38% have felt that their expectations are not fulfilled. So necessary steps should be taken in order to satisfy and give feeling of delight to each of our customers

Was the server knowledgeable and able to answer you questions about food and beverages.

Yes 48 43% No 64 57%

As we can see from the above pie chart , this information shows us that the staff is not much aware about the products and nutrition value of our fruit base recipes, which is drawback for the restaurant, so necessary steps should b taken in order to make the staff aware about the products.

Was the server attentive and available when you needed him.

Yes 98 88% No 14 12%

Research

After seeing the pie chart we can say that it is a good sign for the restaurant where its employee or staff is attentive when the customers needed them , but still 14% feedback is negative, so staff should understand this and attend the customers effectively, it also indicates that there is over load on staff and it need a dedicate staff exclusively for the floor.

18

Market survey: Awareness about the CafĂŠ How do you came to know about us?

Friends 76 Family 20 News paper 12 As we can see from the above chart ,it is proved again that word of mouth is very effective , maximum customers are informed about the restaurant by their friends & family, It a good sign but at the same time if there is a back-up of promotional activities it will definitely will be a positive effect on sales.

Part of my regular diet

How often you eat fruits?

Rarely Once a week Twice a week Part of my regular diet

12 16 30 22

From the above figures we can see that fruits are becoming part of people’s regular diet , it shows that people are getting health conscious and Fruiticious has a good opportunity to exploit this trend.

How often do you visit us per month Once a week 14 Twice a week 16 Once a month 58 Twice a month 11 By giving a glance on the chart we can say that maximum customers visit once in a month which is not sufficient although fruiticious during last one year has developed a loyal clientele, still it need to do more effort on the promotion front.

19

AGBS Ahmedabad

Major Findings Quality And Presentation From this small survey we came to know that quality is great, but when it comes to customer delight and since here at fruiticious nothing is prepared in advance every thing is prepared on the order which takes time. It had to get some innovative way to reduce the order time.

Staff and Service The present staff is real dedicated but there is plenty scope of improvement, They need to be more trained with respect to industry standards, speaking, appearance, and overall presentation as they represent the cafĂŠ they need to give more importance, may be they can join some training classes which can be sponsored by cafĂŠ itself.

Research

Awareness There is a small amount of awareness in the general public about fruiticious, and therefore there is need of extra effort of in terms of promotion of this nice and healthy concept. Maximum customers are informed about the restaurant by their friends & family, It a good sign but at the same time if there is a back-up of promotional activities it will definitely will be a positive effect on sales.

20

List of current products and Prices Single Fruit Juices Apple Green Apple Pineapple Strawberry Naspati Pear Imported Pome Granet Black Grapes Green Grapes Orange Sweet Lime Water Melon Kiwi Musk Melon

Two Fruit Juices 90 160 70 120 75 140 140 80 70 70 55 35 140 55

Milk Shakes Apple Banana Strawberry Chicku Chocolate Mango Shake

60 35 65 45 60 60

Mix Juice (MJ) MJ-1 MJ-2 MJ-3 MJ-4 MJ-5 MJ-6 MJ-7 MJ-8 MJ-9 MJ-10 MJ-11 MJ-12

Apl + G.Apl + Pome + Pear + S.Lime Apl + Pine + Pome + Pear + Orge Apl + Pome + G.Apl + Kiwi + Pine W.mln + Orng + S.lime + P’apl + Pear W.mln + Orge + Pine + Kiwi + G.Apl W.mln + Apple + Pr + Pome + Pine Pomg’t + Pine + Orge + Apple + Kiwi Pomg’t + S.Lime + Orge + Pine + Pear Pomg’t + Apple + Pr + G.Apple + Pine M.mln + Orge + S.lime + P’apl + Pr M.mln + Orge + Pine + Kiwi + G.Apl M.mln + Apl + Pr + Pome + Pine

Coffees Cold Coffee Orange Strawberry Banana caramel Chocolate Mint Mocca Blueberry Chocolate Almond Icy Vanilla Ferrero Rondnoir Apple Cinnamon

60 60 65 60 60 65 70 70 60 70 65

Fruit Bowls Fresh Fruits Bowl Fresh Fruits with Yogurt Fresh Fruits with Chocolate Fresh Fruits with Honey Dip Fresh Fruits with lemon Fresh Fruits with Mayonnaise Fresh Fruits with Ice cream Fresh Fruits with Condensed milk

21

AGBS Ahmedabad

105 95 120 65 90 85 115 100 120 70 100 90

Pear + Pineapple Pear + Orange Pear + Green Apple Pear + Kiwi Apple + Black Grapes Apple + Orange Apple + Pineapple Apple + Pomegranet Apple + Kiwi Apple + Green Apple Watermelon + Black Grapes Watermelon + Pomegranet Watermelon + Pineapple Watermelon + Kiwi Green Apple + Black Grapes Green Apple + Orange Green Apple+ Pineapple Green Apple + Pomegranet Green Apple + Kiwi Pineapple + Green Grapes Sweet Lime + Orange Musk Melon + Orange Musk Melon + Pineapple Musk Melon + Kiwi Musk Melon + Green Apple Pomegranet + Orange Pomegranet + Pineapple Pomegranate + Black grapes Pomegranate + Green Apple Black Grape + Orange Green Grapes + Orange

80 80 115 105 90 85 90 115 115 125 55 75 55 75 140 135 135 155 155 75 60 60 65 85 95 115 120 125 150 80 70

Snacks Veg coleslow sandwich Fruit Coleslow sandwich Green Chutney Sandwich Veg Green Chutney Sandwich Fruits

55 70 70 85

Wholewheat Honey Bite - Banana Wholewheat Honey Bite - Apple Wholewheat Honey Bite - Pineapple Wholewheat Honey Bite - Kiwi

50 60 55 70

Veg Munch Fruit Munch

95 115

Nachos-Salsa Nachos-Salsa Veg Nachos- Salsa Fruit

75 85 95

Beans Bowl

50

Whole Wheat Strip 75 95 110 130 85 105 105 130

Veg Tandoori Veg Italian Fruit Tandoori Fruit Italian

95 95 135 135

The Menu The menu is quite tempting with variety of servings, In an small survey we did in the local market we found that “Fruiticious� has got the vast variety of servings. Not only this, it has got some amazing self invented recipes which very unique. At Fruiticious the menu is categorize in two parts: Juices and Drinks Healthy Snacks

: :

Juices , Milk Shakes , Coffee Fruit Bowl , Pizza , Fruit munch , Sandwich

Ready Combo meals were missing in the menu so we made and added them, below is the combos we made: Veg Munch Combo (Veg Munch + Beans + Fruit Bowl or Juice) Veg Munch Economy Combo (Veg Munch small + Beans small + Fruit Bowl or Juice) Fruit Munch Combo (Fruit Munch + Beans + Fruit Bowl or Juice) Veg Pizza Combo (Veg Pizza + Beans + Fruit Yogurt )

150 130 165 180

Our take on prices Prices are the one of the most important aspect of any service industry, and the most important thing to consider while marking up is that it should match with quality and service its giving. We found the prices quite justifiable with respect to quality and quantity.

: : :

Rs. 93.00 Rs. 160.00 Rs. 35.00

Combo juices Average price Highest price Green Apple + Black Grapes Lowest price Water Melon + Pine apple Five fruit juices Average price Highest price MJ-10 Lowest price MJ-4

: : :

: : :

Rs. 99.00 Rs. 160.00 Rs. 35.00

Rs. 96.00 Rs. 160.00 Rs. 65.0

Research

Single juices Average price Highest price Green Apple Lowest price Water Melon

22

New Name Research and suggestion While doing secondary research on internet and market survey in the city we notice that mostly restaurants give fancy names to there recipes and cocktails they provide, we thought even we can give interesting names to our juices, then started searching names for our juices and sandwiches on internet. We made a long list and finalize names. The reason behind giving names to Juices is that “name� gives an identity, a bit drama and generate a sense curiosity to the customer. We think it's a good idea to implement.

New Names for Five fruits juice We not only gave name to this very unique combination but also suggested that it keep one fruit as a base fruit for the mixer of juice and rest can just be mix of each fruit, by doing so the juice will have a dominant taste, colour and quality of the base fruit and it can boost the sale of these unique combo mix fruit juice which are not available any where else.

23

Ruby yacht

:

Red apple + green apple + pomegranate + pear + sweet lime

Golden citrus

:

Pine apple +red apple + pomegranate +pear + orange

Green lantern

:

Kiwi +red apple +pomegranate +green apple + pine apple

Rhode island red

:

Water melon +orange+ sweet lime+ pine apple + pear

Amsterdam eve

:

Orange +water melon +pine apple + red apple + pomegranate

Jack rose cocktail

:

Water melon + red apple +pear + pomegranate +pine apple

Satin doll

:

Pomegranate +pine apple + orange +red apple +pear

Summer fizz

:

Sweet lime + pomegranate +orange+ red apple + pear

Silver leaf

:

Pear + pomegranate +red apple +green apple+ pine apple

Melodious Melon

:

Musk melon +Orange + sweet lime+ pine apple+ pear

Gorgeous Green

:

Green apple + kiwi + pine apple + pear+ musk melon

White fly

:

Musk melon +red apple +pomegranate +pear + pine apple

AGBS Ahmedabad

Competitors Major competitors of Fruiticious are McDonald, Dominos, besides a very good concept and healthy product it is not taking off the way it should be, a single small retail has to deal with multinationals. These big brands have a expert marketing team, budget and research facilities in front of which fruiticious is a very small venture, I am not saying that it don't have capability, of course it has just it need to run things more professionally and yes, budget is a constrain.

Now comes the local players like Juice lounge, shambhu’s, they are also in the market from a quit while and made there presence in the market.

And we can not forget the hundreds of small venders selling juices, sandwiches, etc which are giving tough competition. Following is the list of competitors:

Research

Juice lounge Dannys Shambu CCD Barista Café cabana Fruit and juice retail Café unplugged McDonald Cravings Small juice vendors Subway Choice

24

SWOT analysis Strengths, Weaknesses, Opportunities and Threats.

Strengths.

A very unique and innovative concept and recipes.

Diverse Brand image Best Quality and freshness in products.

Distinct Taste Product deliver through unique service called “Health Delivery�

Weaknesses.

Its new, and market awareness is less therefore fewer walk-ins Lack of sufficient working capital.

Location is not prominent High priced products Slow Services and untrained staff Opportunities.

Planning to shift to bigger location.

New trained staff can be hired New recipes can be introduced New Brand image can be developed Threats.

Not able to reach its break-even point.

25

AGBS Ahmedabad

GAP analysis Five Basic Gaps of an service Industry Gap 1 Between actual customers' expectations regarding the service performance and the expectations perceived by managers.

At Fruiticious Although there is not much gap in terms of perceived and actual service delivered, managers know what they lack in an which are the area to work on, but at the same time there is plenty of scope for improvement it terms of service standards and formal system and work culture.

Gap 2 The discrepancy between managers' perceptions of customers' expectations and the actual specifications that they establish for service delivery At Fruiticious Big gaps will be filled by small and precise work systems, probably this is the best mantra for fruiticious.

Management GAP # 2

GAP # 1

Quality Specifications

Actual Service GAP # 5

GAP # 3

Service perceived by customer

Service delivery by employees

GAP # 4 Customer

Gap 3 When employees are unable and/or unwilling to perform the service at the desired level At Fruiticious If there is GAP # 2(systamatic specifications of day to day operations and ) it is very likely that GAP # 3 also exist, highly recommended to work on employees training.

Gap 4 What a firm promises about a service and what it actually delivers At Fruiticious First you have make systems, then work hard to make sure it is implemented the way you want, do necessary alteration, and finally leave and watch it grow!... it has to done this way only.

Gap 5 Quality gaps in internal services and internal marketing within an organization At Fruiticious From making the menu more versatile, to correcting the supply chain system, a holistic approach to the system will make things much better.

Research

Conclusion In one line there is strong need of professional who help in making a day to day operations system and work culture, which also takes care of implementing it.

26

Financial Analysis Break Even Analysis Sales Graphs Expenses Graphs Profit Graph

27

28

Financial Analysis

Monthly Sales Graphs Fruiticious Monthly Sales Till date Feb-11 14605 Mar-11 23903 Apr-11 24695 May-11 29430 Jun-11 26385 Jul-11 23940 Aug-11 28630 Sep-11 29981 Oct-11 39212 Nov-11 32990 Dec-11 43370 Jan-12 41740 Feb-12 54090 Mar-12 75866 Apr-12 64143 May-12 90829 Jun-12 Jul-12 Total 643809 Percentage change in sales Feb 11 - Feb 12 Feb-Mar 2012 Mar-April 2012 April-May 2012 May-June 2012 Average of last 4 months

th tre Grow

Fruiticious started on feb 2011, As we can see a well growing sales graph, this shows a healthy optimist figure, but to sustain the same trend Fruiticious team has to work hard and intelligently.

270% 28% -15% 41% -11% 10.75%

Percentage growth in sales from opening month of February 2011 to feb 2012 is 270%.

If we compare % change in sales fo last four months we clearly see lack of consistency, which is and should be a major concern for the managers.

29

AGBS Ahmedabad

nd

Monthly Expenses Graphs

Total

Rent 22500 22500 22500 22500 25000 25000 25000 25000 25000 25000 25000 25000 25000 25000 25000 25000

Expenses 10358 48562 25109 10584 44347 14366 6720 12933 9901 14454 13624 10058 2827 22740 00000 00000

As we can see in the graph in starting the expenses were more but gradually it came to stable level, these expenses does not include raw material purchases

246583

Finance

Month Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 July-12

30

Monthly Profit Graph (PBIT)

Tr

d en

Tre nd

Month Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12

31

Monthly Profit -1000.00 -2499.00 -22832.00 -8343.00 -19544.00 -21606.00 5633.00 -27607.00 -22221.00 -12498.00 -22078.00 -13417.00 -141.00 15890.00 43437.00 24012.00

AGBS Ahmedabad

nd Tre

Monthly Profit = {(Working Capital + Sales) - (Purchases + Expenses + Rent)} As we see there was negligible profit for the first year of business. But exactly after the profits start coming in, but still it has lots to do in terms of marketing and strategically to keep the trend upwards, below are some statistics: Average purchase : 21060.00 Average expenses : 20548.00 Fixed Rent : 25000.00 27779.00 current Average Profit: (last three months) Total Loss in first financial year : Target Average Profit : 50,000.00 If we keep this figure as base, and targeting generous growth rate which will need further infrastructure and staff, therefore average monthly PBIT should be at least 50,000.00, and to achieve it the company will have to take some hard and risk involving decisions.

Finance Analysis When we did a financial analysis of fruiticious we saw a clear growth trend in sales revenue Fruiticious started on feb 2011, we see a well growing sales graph, this shows a healthy optimist figure, but to sustain the same trend Fruiticious team has to work hard and intelligently. The Expense graph that in starting the expenses were more but gradually it came to stable level, these expenses does not include raw material purchases. We also saw that there was negligible profit for the first year of business. But exactly after the profits start coming in, but still it has lots to do in terms of marketing and strategically to keep the trend upwards.

Finance

If we keep these figures as base, and targeting generous growth rate which will need further infrastructure and staff, therefore average monthly PBIT should be at least 50,000.00, and to achieve this figure the company will have to take some hard and risk involving decisions. Which can be Changing the location, standardizing the operation process, and a well planned investment in marketing and

32

Operations 1. Computer entry of daily business 2. Inventory Management 3. Purchase Report 4. Sales Report 5. Raw Material (Fruits) consumption Report 6. Vendors list 7. Employees data base 8. Corporate visit data base 9. Operations Flow chart To stream line various daily operations activity and prepare work process chart.

33

34

Operations

Computer entry of daily business Credit Sr. Date Sale Difference Advance Payment "Credit Sale Paid" From capital Purchase return Debit Nirav Sale on Crdt "Sale Via Credit Card" “Advance sales deemed" HDFC Bank Less in Sale Purchase Fruits & veg Masalas Dairy Bread & Pizza Nachos & Salsa Topings Expenses Tea+snacks Other exp Rikshaw Petrol Rent EMI of loans Electric Bill Electric Sureshbhai Marketing Phone & Net Bill Salary Disposable glasses Cr Dr Balance

35

AGBS Ahmedabad

For any business it is very important to maintain a “Day Book” of its daily transactions entries. At fruiticious although they were maintaining daily record in a note book but it was not recorded in computer consistently. We tried to make it stream line, with few changes in excel sheet format which they were following is being continued.

Credit Debit Purchase Expenses

: : : :

Contains all inward transactions Contains all outward transactions All Raw material purchase All day to day expenses

Recommendation Daily entry in computer is a must.

Make pivot table for the same to get more data from it.

We highly recommend to start account entries in TALLY.

Inventory Management We found that no record of stock was taken, and there was no proper system of purchase. We made this simple format of stock recording and with help of staff started taking daily stock.

Now stock is taken daily and by doing this they can keep a track on consumption of their raw materials which are mainly: Fruits and vegetables Bread Mayonnaise and Sausage Spices

Purchase

Closing Stock

Consumption

Operations

Opening Stock

36

Raw Material (Fruits) consumption Report To know what raw material we are consuming daily always help us to deal with day today activities and in future planing of purchasing and budgeting. It also help us in costing, tracking the actual variations in daily consumption, minimizing wastage, and maintaining a disciplined handling of this easily perishable good i.e, fruits.

We made a simple formula for this and as we already started maintaining stock record it is a easy job.

Vendors Data Base These are the primary vendors of fruiticious.

Star bazaar- brown bread and vegetables.

Reliance fresh- fruits Jain dairy- pizza strip , mayonese Fruiticious has very few vendors from which the goods or raw material are purchased , vendors data base are important because it gives the exact information about the vendors from whom the raw materials are purchased.

Following are the detail which should be included while make data base.

Name of Company Contact person Contact Number Address email id Terms and condition

37

AGBS Ahmedabad

Employees and HR Activities Personal data and contacts Track basic information about employees such as name, surname, contact details etc.

Positions management Assign employees their role in the organization, their manager, the job description and track the history of all the positions each employee has covered in the organization.

Skills management Define a set of customized competencies that can be linked to the various roles and track how each employee fulfills the organization's skill requirements.

Reporting All data in your employee database can be used with our reporting engine. Having a central repository for data coupled with our reporting engine provides the HR Department with a powerful Business Intelligence tool.

Operations

History Key employee data, such as compensation, benefits, positions, business units etc are tracked historically in the employee database. This allows you to reinforce your analytical management capabilities.

38

Operations Flow chart Store opening protocol Opening of the Store

Kitchen Cleaning

Floor cleaning

Note down stock manually

Prepare Purchase List

Last day Account and cash check

Purchase of required items

Cleaning & setting all equipments (juicer)

Prepare Veg Mix

Prepare green chutni

39

AGBS Ahmedabad

CafĂŠ Lay out Plan Fruit bowl + Munch Station

Deep Fridge

Sandwich / Pizza Station

Wash Basin

Table-1

Table-2

Juicer Station

Table-4

Floor Entry

Billing Counter

Toilet

Table-3

High Table Top

Operations

Fridge

40

Marketing 1. Catalogue design 2. Take away menu design 3. Discount voucher design 4. Poster design for Gyms 5. Poster design for store 6. Door to door marketing in Gyms 7. Door to door marketing in Corporate offices 8. New store planning To increase awareness among target customers about service product mainly “Health Delivery�.

41

42

Marketing Tools Developed 1. Catalogue design 2. Take away menu design 3. Discount voucher design 4. Poster design for Gyms 5. Poster design for store

Marketing Strategy We divided the whole marketing into three major parts, since there were no “Marketing tools” we had to first developed those tools, following are the main categories: 1. Developing Marketing tools Photography Catalogue design Menu design Discount voucher design In store Poster and GYM Poster design 2. In side store Marketing through visuals Poster New Menu 3. Out door marketing Gym’s Visit and tie-ups Corporate Visits 4. On-line marketing Website

43

AGBS Ahmedabad

Take away menu design

44

Poster Design

Before

45

AGBS Ahmedabad

After

Web site

Proposed New Home Page

46

Catalogue

47

AGBS Ahmedabad

48

Gym Visits We visited some 20 Gyms in the city and mentioned below is the selected list of the same.

The response from these gym’s were mixed, some of them were very keen to know about the concept, and they were ready to experiment. On the other hand many gym’s did not shown any interest in any kind of interference with there system.

Good response need further follow-up: Country club, Vala’s, Wellocity.

Good response but need to further work and follow-up: Re-charge, Studio-de-physique Normal response: Fitness work Negative Response: Anantaa, Parsana, Gold’s , Black Panthers.

First visit date Name of org 16-6-2012 Ezeeslim 16-6-2012 Iscon fitness centre 16-6-2012 Anantaa wellness 16-6-2012 Fitness fame 16-6-2012 Vala's gym 16-6-2012 Country's club 16-6-2012 Recharge 16-6-2012 Fitness Point 20-6-2012 Parsana 20-6-2012 Studio de physique 20-6-2012 Gold's gym 20-6-2012 Wellocity 22-6-2012 Fitness works 23-6-2012 Black panthers

49

AGBS Ahmedabad

Type Gym Gym Gym and spa Gym Gym Gym Gym Gym Gym Gym Gym Gym Gym Gym

Contact person Manish singh Chandra m gupta Sunil sharma Piyush oza Raghu Shubhashish Panda Nazeen Mr. Pranav Nandani Patel Kulin rana Anand Umesh Mohite Kalpesh ruparelia

Contact number 9227233935 9979854040 9924292821 9824652188 9879027779 9879141620 9974640806 8511514444 9998070280 9725339946 9426372626 9727176049 9825356077 265226501

Corporate Visit We started corporate visit in the second month i.e. July 2012 of our internship. The main aim of these visits was to spread awareness in corporate world and give a fresh boost to the business.

First we identified clusters of corporates houses in the nearby area like - Prahlad Nagar Road and SG Highway. Before beginning we both were little skeptical about the response but very soon we realize that the concept is great, and we got some of the best and positive responses from these corporate Some of the response we got was like: “we don't have time, just keep your menu with us, boss is not in office to some good interactions with CEO, and young entrepreneurs, to Yummy! exclamations. It was really nice and learning experience. As I already mentions in the abstract we went with three tools, Catalogue, Menu, Discount voucher, but gradually as we reviewed the whole process we discovered one more important tool which we missed completely i.e., call closing form.

We covered following corporate buildings on Prahalad Nagar road: Ashirvad paras Atlantlis Corporate Park Parshwanath Esquare Safal Pegasus Pinnacle Safal Profitaire Titanium Venus atlantis

50

HD Form Format Health Delivery Registration Form Health Delivery: A Fruiticious initiative in which we deliver our products direct to your desired location, eg. Your Home, office, or your work-out place. You just have to register time and place of your daily Health delivery.

Personal information Name Address Contact number Email id Fruit and juices intake habits: How many fruits or juices you consume in a Week?

Do you find fruits of satisfactory quality when you want.

Yes No Do you have any major than disease?

Are you going through weight loss regime, or planning one?

Yes No Are you currently join any GYM or fitness center.

Yes No Tick any one which describe you best Fit and Healthy Health conscious Fitness freak Your Favorite Fruit HD Packages (Basic) 7 Days 15 Days 1 Month One month alternate

: : : :

Fruiit bowl + Beans + Juice Fruiit bowl + Beans + Juice Fruiit bowl + Beans + Juice Fruiit bowl + Beans + Juice

: : : :

1100 2400 4800 2400

Time of your HD____________ Place Of you HD____________

HD Packages (Premium) 7 Days 15 Days 1 Month One month alternate

: : : :

HD Packages (Extra Premium) 7 Days : 15 Days : 1 Month : One month alternate :

51

AGBS Ahmedabad

Fruiit munch + Beans + Mixed Fruit Juice Fruiit munch + Beans + Mixed Fruit Juice Fruiit munch + Beans + Mixed Fruit Juice Fruiit munch + Beans + Mixed Fruit Juice

: : : :

Yogurt Fruiit bowl + Beans + Mixed Fruit Juice Yogurt Fruiit bowl + Beans + Mixed Fruit Juice Yogurt Fruiit bowl + Beans + Mixed Fruit Juice Yogurt Fruiit bowl + Beans + Mixed Fruit Juice

1550 3300 6600 3300

: : : :

1700 3675 7350 3675

Customize Pacakage Please tick the products of your choice from the below list: Single Fruit Juices Apple Green Apple Pineapple Strawberry Naspati Pear Imported Pome Granet Black Grapes Green Grapes Orange Sweet Lime Water Melon Kiwi Musk Melon

90 160 70 120 75 140 140 80 70 70 55 35 140 55

Milk Shakes Apple Banana Strawberry Chicku Chocolate Mango Shake

60 35 65 45 60 60

Whole Wheat Strip Veg Tandoori Veg Italian Fruit Tandoori Fruit Italian

95 95 135 135

Snacks Veg coleslow sandwich Fruit Coleslow sandwich Green Chutney Sandwich Veg Green Chutney Sandwich Fruits

55 70 70 85

Wholewheat Honey Bite - Banana Wholewheat Honey Bite - Apple Wholewheat Honey Bite - Pineapple Wholewheat Honey Bite - Kiwi

50 60 55 70

Veg Munch Fruit Munch

95 115

Nachos-Salsa Nachos-Salsa Veg Nachos- Salsa Fruit

75 85 95

Beans Bowl

50

Fruit Bowls Fresh Fruits Bowl Fresh Fruits with Yogurt Fresh Fruits with Chocolate Fresh Fruits with Honey Dip Fresh Fruits with lemon Fresh Fruits with Mayonnaise Fresh Fruits with Ice cream Fresh Fruits with Condensed milk

75 95 110 130 85 105 105 130

Mix Juice (MJ)

MJ-1 MJ-2 MJ-3 MJ-4 MJ-5 MJ-6 MJ-7 MJ-8 MJ-9 MJ-10 MJ-11 MJ-12

Apl + G.Apl + Pome + Pear + S.Lime Apl + Pine + Pome + Pear + Orge Apl + Pome + G.Apl + Kiwi + Pine W.mln + Orng + S.lime + P’apl + Pear W.mln + Orge + Pine + Kiwi + G.Apl W.mln + Apple + Pr + Pome + Pine Pomg’t + Pine + Orge + Apple + Kiwi Pomg’t + S.Lime + Orge + Pine + Pear Pomg’t + Apple + Pr + G.Apple + Pine M.mln + Orge + S.lime + P’apl + Pr M.mln + Orge + Pine + Kiwi + G.Apl M.mln + Apl + Pr + Pome + Pine

Selected Customize Pacakage: 1.

2.

3

105 95 120 65 90 85 115 100 120 70 100 90

Duration

Two Fruit Juices Pear + Pineapple Pear + Orange Pear + Green Apple Pear + Kiwi Apple + Black Grapes Apple + Orange Apple + Pineapple Apple + Pomegranet Apple + Kiwi Apple + Green Apple Watermelon + Black Grapes Watermelon + Pomegranet Watermelon + Pineapple Watermelon + Kiwi Green Apple + Black Grapes Green Apple + Orange Green Apple+ Pineapple Green Apple + Pomegranet Green Apple + Kiwi Pineapple + Green Grapes Sweet Lime + Orange Musk Melon + Orange Musk Melon + Pineapple Musk Melon + Kiwi Musk Melon + Green Apple Pomegranet + Orange Pomegranet + Pineapple Pomegranate + Black grapes Pomegranate + Green Apple Black Grape + Orange Green Grapes + Orange Coffees Cold Coffee Orange Strawberry Banana caramel Chocolate Mint Mocca Blueberry Chocolate Almond Icy Vanilla Ferrero Rondnoir Apple Cinnamon

Products

80 80 115 105 90 85 90 115 115 125 55 75 55 75 140 135 135 155 155 75 60 60 65 85 95 115 120 125 150 80 70

60 60 65 60 60 65 70 70 60 70 65

Amount

Selected Package Name Selected Package Duration Place for Delivery Selected Package Amount Declaration Here by I .................................have selected the above package which I intend to receive from your delivery boy at the above mention place. I have agreed on term and conditions and paid the amount in advance / part.

Date..............

Authorize sign Customer Sign

52

Image Gallery

53

AGBS Ahmedabad

Men at Work

54

NFS Marketing Strategy 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

55

Fitness Industry : India Indian Wellness Industry Expert Extract Extract from survey of Bangalore Gyms: INDUSTRY GROWTH DRIVERS EMERGING TRENDS IN THE INDUSTRY SWOT ANALYSIS of Industry as a whole PORTERS 5 FORCES KEY PLAYERS GAP Analysis Five Factor GAP Analysis

A chines proverb - When you are at developing stage you should work hard.

- When you are growing stage you should invest and plan for future.

- And when you start getting big profits you should expand!

Same applies to NFS, it is at rapid growing stage and this is just the right time to feed this “teen age kid� (it just turn 14 years), plan and invest in right direction for its future.

In this brief report we will have tried to give a third person approach towards the business development and marketing strategy. Below are the key points we have tried to cover: 1. SWOT analysis 2. GAP analysis 3. Services industries 5 factor GAP analysis 4. Our recommendations for Marketing strategy

NFS Marketing Strategy

Abstract

56

Indian Wellness Industry Fitness Industry : India Indian Scenario in Lifestyle Diseases: India, today, is number one in cardiac diseases, with coronary artery diseases doubling in incidence in the past decade. India also ranks first in diabetes with around 30 million diabetics; 31 percent of the total urban Indian population is either obese or overweight. Two out of every three employed people in India are under stress, which accounts for 50 percent of heart attacks Indian Wellness Industry: The Indian wellness industry is considered to be one of the fastest growing business and it is estimated that the industry will be sharing the maximum contribution to the global trillion dollar wellness business in the coming years.

Frost & Sullivan expects the overall Indian wellness industry market is expected to grow from INR 136.9 Billion in 2009 to INR 510.7 Billion in 2014. The industry is growing at a compound annual growth rate (CAGR) of approximately 30 percent.

Medical tourism is expected to grow at approximately 15.56 percent CAGR between 2007 and 2012. The growth is foreseen due to increased awareness and acceptance of India as a medical hub. Majority of the foreigners availing alternative therapies prefer Ayurvedic treatments

Expert Extract : Estimating India's market for "wellness" services at 110 billion ($2.2 billion), a report released has projected this industry to grow at an annual rate of 30-35 percent.

"This growth is expected on the back of favourable market demographics, consumerism, globalisation, changing lifestyles, increasing availability across categories and regions and rising awareness among people," says the joint report of the FICCI and Ernst and Young.

The report classifies the wellness industry into seven core segments within different products and services, such as allopathy, alternative therapies, beauty, counselling, fitness and slimming, nutrition and rejuvenation.

When it comes to regions, the south is much ahead in terms of indicative concentration for the organised wellness-based centres per household: 34.4 centres per 100,000 households, compared with 13.6 for the north, 12 for the west and 10.1 in the east.

The maximum number of fitness and slimming centres are in the west.

The report shows that across segments, on an average more than 50 percent of the market is unorganised and highly segmented with several small and regional players.

57

AGBS Ahmedabad

SWOT ANALYSIS OF INDUSTRY INDUSTRY GROWTH DRIVERS Changing Lifestyles Rising Urban population Superior service offerings Economical deals Marketing EMERGING TRENDS IN THE INDUSTRY Franchising Innovative formats Beyond Tier I Burgeoning Investments Training trends New Entrants SWOT ANALYSIS OF INDUSTRY STRENGTHS Large customer base Last man standing!

OPPORTUNITIES Evolving demographics Rising health consciousness Surge in disposable incomes Shift in spending pattern Under penetrated Industry

WEAKNESS Lack of standardization Seasonality of business Lack of Government focus Capital Intensive

THREATS High input costs Lack of qualified manpower Macroeconomic factors Competition

KEY PLAYERS

NFS Marketing

TALWALKARS BETTER VALUE FITNESS GOLD'S GYM VLCC

Neha’s

Fitness Studio

58

SWOT Analysis OF NFS SWOT Analysis OF NFS

STRENGTH

OPPORTUNITIES

1. Experience 2. Fame 3. Strong team of certified and experience trainer.

4. Branches 5. Service Delight 6. Loyal customers 7. Recognitions and Awards 8. It is not a Gym

1. Not tap actual potential 2. New exercise 3. New work-out style 4. New branch (Shyamal) 5. Distinct Image 6. New value added service

THREATS

WEAKNESS

1. Near by Gyms and there

1. Not able to utilize its full potential 2. It is not a Gym 3. Less number of services in comparison to its competitors

Services industries 4 factor GAP analysis Tangible of services On basis of our observations at this front results were quit positive and satisfactory. ÂŤSystematization of service delivery We found lack of systematic data base, and lack in terms of daily schedule routine work and filing system.

Service core The core service is excellent, but at the same time have vast scope of improvement and add on services and strongly need a delight and surprise element.

Social responsibility It is showing good with some small scope of improvement.

59

AGBS Ahmedabad

GAP Analysis GAP Analysis GAP 1 Between actual customers' expectations regarding the service performance and the expectations perceived by managers.

1. No Marketing Research (Problem identification) 2. No frequent schedule of meeting between management and staff.

3. No direct interaction between management and customers 4. Lack of research on quality of service, even though Expertise of Mrs Neha Shah, it is not converting into a strong business plan and vision.

GAP 2 The discrepancy between managers' perceptions of customers' expectations and the actual specifications that they establish for service delivery 1. Vision is not clear 2. Lack of goal setting 3. Lack of system standardization.(on paper) 4. Lack or no customer data (statistics).

GAP 3 When employees are unable and/or unwilling to perform the service at the desired level No gap found GAP 4 What a firm promises about a service and what it actually delivers 1. Lack of service quality improvement program.

2. Lack of marketing strategy for competitors.

3. No advertisement campaign plan GAP 5 Quality gaps in internal services and internal marketing within an organization.

NFS Marketing

No gap found

Neha’s

Fitness Studio

60

Services industries 4 factor GAP analysis Services industries 4 factor GAP analysis Tangible of services On basis of our observations at this front results were quit positive and satisfactory. ÂŤSystematization of service delivery We found lack of systematic data base, and lack in terms of daily schedule routine work and filing system.

Service core The core service is excellent, but at the same time have vast scope of improvement and add on services and strongly need a delight and surprise element.

Social responsibility It is showing good with some small scope of improvement.

TEN LESSONS TO IMPROVE SERVICE QUALITY Lesson of listening Lesson of reliability Lesson of basic service Lesson of service design Lesson of recovery Lesson of surprising customers Lesson of fair play Lesson of teamwork Lesson of employee research Lesson of servant leadership

61

AGBS Ahmedabad

Recommendations - NFS List Of Ideas We discussed many ideas at the end we came up with these ones, we tried to take advantage of already famous Mrs Neha’s Name in the fitness world. The idea which we liked the most was a quiz contest dedicated to fitness and health we can also do this contest with tie up with local news paper which will further bring NFS at the main stream.

A devoted Quiz Contest for Fitness awareness in young generation in school + colleges Hotel tie ups for their guests Small kit / booklet of services.

One day event for all members and face book friends.

Take at least two reference from current members.

Reebok certificates highlight, tie -ups from Reebok stores T-shirts and fitness kit to each members enrolled.

NFS Marketing

Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ Ÿ

Neha’s

Fitness Studio

62

Recommendations & Conclusions: Fruiticious Quality And Presentation From this small survey we came to know that quality is great, but when it comes to customer delight and since here at fruiticious nothing is prepared in advance every thing is prepared on the order which takes time. It had to get some innovative way to reduce the order time.

Staff and Service The present staff is real dedicated but there is plenty scope of improvement, They need to be more trained with respect to industry standards, speaking, appearance, and overall presentation as they represent the cafĂŠ they need to give more importance, may be they can join some training classes which can be sponsored by cafĂŠ itself.

Awareness There is a small amount of awareness in the general public about fruiticious, and therefore there is need of extra effort of in terms of promotion of this nice and healthy concept. Maximum customers are informed about the restaurant by their friends & family, It a good sign but at the same time if there is a back-up of promotional activities it will definitely will be a positive effect on sales.

63

AGBS Ahmedabad

Bibliography Forbes – forbes india volume 4 issue 14 - Issue : july 6,2012 Business india – The big bite - Issue : July22,2012 International journal of business management School of management , University of Surrey , Guild ford , UK European journal of social sciences – volume 16 Number 2(2010) Maple-advisors.com NSDC –National skill development corporation – human resource and skill requirements in the organized retail sector

64

Annexture 1. Gyms Visit excel sheet 2. Corporate visit excel sheet 3. Primary Survey excel sheet 4. GAP Analysis questionnaire

65

AGBS Ahmedabad

66

Have a

Fruit full Day!!!

Brand Identity Revival Design Studio